BIG DATA

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Table of Contents Preface 3 Guest Commentary 4 Survey Design and Key Findings 6 Knowledge 8 Trust 12 Views and Opinions 16 Data Protection 20 General Attitute Towards Big Data 21 Scenarios 24 Usage of Devices 34 Imprint 35
<strong>BIG</strong> <strong>DATA</strong> – opportunities AND RISKS Preface by Matthew Kirk If analysed and understood, the staggering amount of electronic data generated on a daily basis has the potential to help us enhance our societies and invigorate our economies. As advances in technology – from ultrafast internet connections to tiny low-powered sensors – have made it possible to collect and analyse data more efficiently and accurately than ever before, it looks as though the phenomenon of Big Data will start to deliver on its promise soon. This brings into sharp focus questions about how Big Data may impact people’s privacy and human rights. While analysis of data to help prevent the spread of disease would benefit the whole of society, using data to predict someone’s propensity to commit criminal acts could lead to discriminatory effects. Furthermore, the ease with which data can be collected may result in incidental or accidental collection of sensitive data unless the necessary safeguards are incorporated into the design of Big Data projects. Matthew Kirk Director External Affairs, Vodafone Group Chairman of the Advisory Board, Vodafone Institute of Society and Communications Finding a way to take advantage of the social and economic benefits that big data offers while protecting the rights and freedoms of individuals is one of the most important challenges we face today. The collection and analysis of data could change our lives for the better, but this will only happen if we understand individuals’ privacy concerns and put them at the heart of Big Data initiatives. We hope this study from the Vodafone Institute for Society and Communications will contribute to this important debate. It analyses over 8000 individuals across eight European countries and offers valuable insight into people’s perceptions of data analytics. While there are some interesting differences across countries, the consensus is that organisations need to simplify their communications, be more transparent about how data is collected and analysed and give users more control over how their data is used. We are at an important juncture: the potential of Big Data will only be realised if data is permitted to flow freely and organisations have the freedom to innovate. This, in turn, will only happen if we understand and respect privacy concerns and find the right balance between what is technically possible, what is legally allowed and what is socially acceptable. 3
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BIG DATA

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